In a surprising twist, Picnic Surf Shapes has emerged in Dallas, Texas—far from the coastal surf scene of the Gulf Coast, which is a five-hour drive away. Founders Alden Pinnell and Gregory Ruppe are not your typical entrepreneurs, and their innovative brand reflects that.
The idea for Picnic Surf Shapes blossomed during the COVID-19 pandemic when Ruppe found himself landlocked, yearning to reach the waves. To channel his surf passion, he began crafting surfboards. ‘An interest in surfing and surfboards started at an early age, but I didn’t start making boards until the Power Station shut down,’ Ruppe recalls, referring to the Dallas art gallery where he works as the director of exhibitions. His first creation, a paddleboard, ignited a love for the crafting process that he never expected.
Pinnell, who owns the Power Station, was simultaneously exploring new avenues for artistic endeavors that were outside the gallery’s standard exhibits. With a business background as the founder of SkinCeuticals, he saw potential in creating a surf brand that could fund artistic projects and collaborations. ‘I started looking at all this and saying, ‘This is so rich, it’s so much better than any surf brand,’’ Pinnell explains. His vision for Picnic Surf Shapes aimed not only to produce surf wear but to facilitate art projects that would support the creative community.
In early 2023, the brand officially launched, setting up in a Japanese teahouse-inspired structure on the Power Station grounds that doubles as an exhibit space. This unique location has served as a venue for artists like Amy Yao, Miguel Sbastida, and Will Boone, often focusing on ecological themes.
Later that year, Ruppe expanded Picnic by opening a brick-and-mortar store in Galveston. The shop showcases Ruppe’s artisan surfboards made from western red cedar, cork, and polycore foam. Additionally, it offers a range of artist-designed graphic tees, tote bags, hats, and zines, all intended to generate funding for upcoming art initiatives.
The brand’s nonprofit side, Picnic Curatorial Projects, has successfully curated twelve artist activations. One notable collaboration features a limited-edition towel and surfboard designed by Mexican artist Gabriel Rico, coinciding with his exhibition at Perrotin Gallery in New York. Despite their early successes, Ruppe and Pinnell believe this is just the beginning for Picnic Surf Shapes.
Looking ahead, the duo plans to orchestrate art events seasonally—spring and fall in Dallas and summer in Galveston. They also aspire to broaden their reach with events across the United States and Mexico, aiming to elevate underrepresented artists.
‘We’re looking to support artists who don’t have an opportunity to show and be seen,’ Pinnell states. He emphasizes that creating spaces for emerging artists is more crucial now than ever. ‘Picnic is at its core a soulful, real, organic project. We’re happy with slow to moderate growth, but I’d like to see this expand. The more we can sell, the more art projects we can do, and I’d love to double the number we do a year.’
image source from：https://www.keranews.org/arts-culture/2025-06-17/this-surf-brand-in-landlocked-dallas-is-also-an-arts-incubator
